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The Legend 100: Asia’s Digital Voices

Mar 01, 2017

THE PEOPLE WHO REALLY INFLUENCE ASIA

By now, it cannot be denied that thanks to social media, influencers and key opinion leaders in Hong Kong, the mainland, Japan, South Korea, Singapore and throughout Southeast Asia, are an integral part of the fashion, beauty and lifestyle landscape. While each of us can easily identify our favourite celebrity or the biggest of influencers, very few have dared to define what truly makes an influencer, influential. After all, not all digital influencers are created equal.

Aligned with our vision to unabashedly pursue the cutting-edge in digital luxury, we’re moving forward with a new list and breed of legends, game changers, tastemakers, disruptors and instigators, who are leading from the front and shifting the aesthetic paradigm with their digital exploits.

THE LEGEND 100

This is no ordinary list. The Legend 100 pushes boundaries in an attempt to understand what being influential means in this digital age, where trends and degrees of individual clout can change in an instant. With the help of analytics company Lamplight, we’ve used data and technology to help find and rank key influencers driving trends in fashion, beauty and lifestyle across the region. Also featured in our list are a number of micro influencers, individuals who may have a smaller following, yet they are incredibly passionate and authentic voices that resonate strongly with their fan base. Daring to push the envelope even further into completely uncharted territory, we’ve used Lamplight’s most recent influencer technology and advanced algorithms to attempt to predict future influencers, individuals who appear destined to rise in influence according to social media data and analytics.

THE METHODOLOGY

The Legend 100 is comprised of individuals who influence fashion, beauty and lifestyle. It is not a listing of celebrities with large Instagram followings, but individuals who have built their influence primarily through online channels rather than traditional media and entertainment.

We established parameters to help determine our influencers. Data was collected from October 1 to January 13 and based on Instagram posts made only during that period. We did not simply account for the number of followers or likes, but placed the emphasis on engagement, or how interested the influencer’s fan base is in interacting, commenting or sharing influencer content. The level of interaction was measured in terms of engagement with Asian followers.

Focusing on engagement also helped us to eliminate accounts that underperform, with inflated follower counts that do not translate into a commensurate level of resonance. In this respect, #legend also took a holistic approach to the project, combining our editorial judgment and insight with hard data. As this list is an ongoing exercise in management, tantamount to monitoring the stock market, we intend to update the rankings of The Legendex 100 on a quarterly basis. We therefore invite you to monitor the movements of our stock and the social media market’s performance at our digital platform, hashtaglegend.com.

THE LIST
[Data collected from October 1, 2016 to January 13, 2017]

1. Aimee Song

Instagram Account: songofstyle
Engagement Score: 100
Number of Posts: 253
Number of Likes: 10,999,237
Number of Followers: 4,394,285

Aimee Song’s blog, launched in 2008, receives more than 2 million page views a month and she has 2.2 million followers on Instagram. She blogs about lifestyle, fashion, travel, and runs jewellery and apparel brands.

2. Park Hye Min

Instagram Account: ponysmakeup
Engagement Score: 98.78
Number of Posts: 73
Number of Likes: 9,351,307
Number of Followers: 3,286,773

The voice of K-Beauty inspiration, Hye-Min Park is the make-up artist to K-Pop star CL, has more than 600,000 YouTube subscribers, has authored four beauty books and is ready to launch a make-up line called the Pony Effect.

3. Naomi Watanabe

Instagram Account: watanabenaomi703
Engagement Score: 96.87
Number of Posts: 26
Number of Likes: 6,801,224
Number of Followers: 6,065,775

A fashionista and comedian, Watanabe Naomi has been called Japan’s Beyonce for her impersonations of the singer. She has a fashion line, Punyus, that translates as chubby and 1.38 million followers on Twitter.

4. Chriselle Lim

Instagram Account: chrisellelim
Engagement Score: 93.17
Number of Posts: 326
Number of Likes: 3,585,011
Number of Followers: 826,789

Former stylist Chriselle Lim launched thechrisellefactor.com in 2011 to document her own style and her YouTube channel empowers and inspires women all over the globe. She has worked with an A-Z of luxury brands and was named Blogger of the Year at the 2016 Bloglovin’ Award Show.

5. Bryan Grey Yambao

Instagram Account: bryanboycom
Engagement Score: 90.84
Number of Posts: 281
Number of Likes: 2,552,738
Number of Followers: 606,015

Filipino fashion blogger extraordinaire Bryan Grey Yambao has featured on America’s Next Top Model, had a bag named after him by Marc Jacobs called the BB Ostrich, and he contributes to #legend – as does No.41, Tina Leung.

Name Instagram Account Number of Followers Number of Posts Number of Likes Engagement Score
6. IRENE KIM ireneisgood
852,985
107
1,848,626
88.88
7. ANASTASIA SIANTAR anazsiantar
313,851
314
1,544,666
88.47
8. KIWI LEE kiwileehan
200,464
126
1,285,291
86.51
9. TINA TAMASHIRO tinapouty
850,244
54
1,239,149
86.41
10. VERNIECE ENCISO verniecenciso
228,148
188
1,183,744
86.29

Name
Instagram Account
Number of Followers
Number of Posts
Number of Likes
Engagement Score
11. DANI SONG songdani 599,882 135 1,126,095 86.14
12. OLIVIA LAZUARDY olivialazuardy 216,221 267 1,135,304 85.83
13. ANDREA CHONG dreachong 273,160 166 1,063,534 85.44
14. SON HWA MIN hwa.min 647,786 48 955,683 84.85
15. AYLA DIMITRI ayladimitri 175,149 321 858,989 84.16
16. MARGARET ZHANG margaret__zhang 844,283 67 800,799 83.98
17. RIGEL DAVIS rigeldavis 351,884 184 809,833 83.71
18. LEE NANJEONG nizinanjjang 127,209 340 664,540 83.62
19. ANGELA YUEN angela.yuen 129,375 108 789,831 83.62
20. BENJAMIN KHENG benjaminkheng 170,379 84 605,822 83.07
21. HELEN CHIK helenchikx 132,298 99 354,200 82.65
22. YOYO CAO yoyokulala 213,782 120 637,124 82.47
23. SONIA ERYKA soniaeryka 167,999 164 603,041 82.00
24. RISA NAKAMURA risa_doll_ 355,440 68 607,711 81.97
25. VANESSA HONG thehautepursuit 598,394 68 516,003 81.44
26. HARIN LEE _harinlee 255,184 23 505,743 81.08
27. ELAINE LI lielaine 153,638 78 449,256 80.73
28. NARELLE KHENG narellekheng 126,934 67 387,754 80.19

Name
Instagram Account
Number of Followers
Number of Posts
Number of Likes
Engagement Score
29. ZOE SUEN zosuen 129,305 121 439,163 79.95
30. MA TIAN YAO mayaoo 150,498 184 400,846 79.51
31. MIKIKO YANO mikko1104 233,700 124 392,271 79.39
32. PONY PONG ponypong 151,120 139 391,619 79.24
33. CLARADEVI HANDRIATMADJA lucedaleco 114,222 163 353,098 78.83
34. EVITA NUH nuhevita 68,589 110 314,289 78.17
35. SHINI PARK parkncube 201,049 181 302,351 78.12
36. AYA POOH ayapooh_22 72,032 120 304,284 78.02
37. SPOON CHAN khengchan_ 60,706 102 315,725 77.91
38. ASHLEY YUKA DANIEL ashley_yuka 376,487 50 301,258 77.74
39. SUSANNA LAU susiebubble 324,465 81 258,306 77.70
40. GENEVA VANDERZEIL apairandaspare 164,963 110 256,719 77.46
41. TINA LEUNG tinaleung 112,283 327 264,165 77.45
42. NATSU lovebynatsu 90,352 130 260,025 76.79
43. DAWN YANG dawnyang 81,990 154 244,675 76.48
44. CHEN MAN chenman135 206,758 311 218,818 76.37
45. PEGGY LU pupupepetw 145,300 209 221,696 75.79
46. JOHN DE LEON jpbdeleon 32,611 197 202,455 75.71

Name
Instagram Account
Number of Followers
Number of Posts
Number of Likes
Engagement Score
47. JULIAN AURINE FLORES jajapatatas 92,223 56 174,764 75.49
48. TOMMY TON tommyton 330,779 79 183,378 75.06
49. BOYOUNG KIM boyoungkimm 19,473 162 90,675 74.98
50. CECI NGAN no7 229,401 118 168,678 74.20
51. CHARLES LAM char1es 40,258 159 165,484 74.13
52. LISSA KAHAYON lissakahayon 62,154 132 149,056 74.01
53. ZHU ZHU zhuzhuclubheaven 61,093 222 145,333 73.94
54. VKYEAH94 vkyeah94 118,329 53 138,034 73.42
55. HYUNG SEOK 92_hyungseok 288,381 8 145,876 73.31
56. ALDEN LEONG aldenleong 28,605 143 124,622 72.58
57. MANDY LEE ladyandpups 92,224 65 119,124 72.56
58. AGGY LOW aggylow 26,468 133 80,891 72.11
59. MISS SOHN misssohn 124,476 81 95,620 70.80
60. MADEMOISELLE YULIA mademoiselle_yulia 144,866 52 91,511 70.62
61. LOUISE WONG l_for_louise 50,127 142 82,894 70.76
62. GABRIEL VALENCIANO gabvalenciano 227,078 52 88,184 70.43
63. ELLE LI elleiconlee 63,877 170 77,371 69.93
64. FIL XIAOBAI filxiaobai 70,734 146 74,126 69.62

Name
Instagram Account
Number of Followers
Number of Posts
Number of Likes
Engagement Score
65. GRACE CIAO grace_ciao 61,446 53 74,179 69.36
66. KAYAN CHOI kayan.c 37,339 108 74,330 69.33
67. FAYE TSUI faye_tsui 23,238 213 61,260 68.91
68. JAY JEONGSOO LIM jaylim1 26,577 122 61,172 68.68
69. PEONY LIM peonylim 81,809 76 53,541 67.90
70. ELEANOR LAM ellyxxbean 104,953 62 53,387 67.80
71. ALEX FINCH iamalexfinch 49,371 92 58,475 67.62
72. YUNA LEE yunastyle 14,411 126 36,018 67.49
73. TYLER JOE nyavgjoe 29,486 115 48,986 67.29
74. KEVIN POON kpee 68,849 51 46,514 67.16
75. EUGENE TONG ettong1979 103,907 24 49,430 66.90
76. KUBO gr8_kbm2 15,459 165 45,647 66.81
77. LEAF GREENER leaf_greener 138,383 84 42,475 66.21
78. VERONICA LI vnikali 26,740 165 39,156 65.95
79. ALISON CHAN EL AZAR alisonchan.elazar 23,399 138 35,659 65.57
80. CINDY KO cindiddy 36,585 125 33,582 65.27
81. AYANA MIYAMOTO catserval 96,152 18 36,930 64.83
82. JAE-HOON JEONG jeong_jaehoon 4,153 250 27,279 64.52

Name
Instagram Account
Number of Followers
Number of Posts
Number of Likes
Engagement Score
83. THOMAS YE gogoboi 70,170 34 24,234 64.30
84. JUNKO SUZUKI junkosuzuki 36,255 73 32,406 64.22
85. HIROKAZU YAMASHITA hiro_hiro5555 3,823 39 19,844 63.67
86. EMILY QUAK emilyquak 14,024 95 21,392 63.01
87. PHIL OH mrstreetpeeper 121,611 18 16,548 61.71
88. NIK WANG nikmode 19,087 48 20,747 61.24
89. HIROKI.I hiroki_1978 1,151 19 5,374 60.86
90. ADRIAN CHENG ac_kaf 41,532 37 16,556 60.78
91. LEE JAEDOO jdinkoreasince2012 27,209 33 16,244 59.90
92. FEIPING CHANG xoxofei 24,021 70 13,338 59.64
93. ARISSA CHEO arissa.cheo 76,314 17 13,913 59.15
94. ANNY FAN anny_styleontop 41,020 47 10,803 58.51
95. KAMONNART ONG kamonnart 16,212 49 10,840 57.89
96. MIZUHO K xoxohilamee 1,664 60 8,283 56.94
97. MR BAGS mrbagss 24,343 72 8,342 56.68
98. LUPING WONG lupingwong 12,615 37 7,786 56.17
99. KYUNGHUN KIM halopeoplekr 25,527 21 6,842 54.62
100. MAMO mamolism 9,529 17 3,761 51.16


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